Tradition and innovation: towards a corporate sustainability management in wine sector. A case study.

The aim of this research are as the follow: 1. a sintetic description of the concept of sustainability according to the literature; 2. show the behaviours of a company (case study) that tries to combine tradition and innovation and the process of building of CR: relationship. This methodology puts in evidence that a good management, the correct corporate policy leads to the assumption of favorable behavior by stakeholders thereby improving the performance and the market value (Fombrun and van Riel, 2004), finally the value of CR. The outcomes of the application is to show the first step to study towards an alignment between environmental-social interests and shareholder-CFO interests. The challenge is to invest “correctly” in order to achieve best results. Technological innovations combined with the reduction of use of resources or waste decrease and the environment safety is the real strategy to secure the future and to improve quality level in own CR. Food and nutrition is the content of EXPO 2015: this is another demonstration of industry evolution, with particularly attention to production techniques, respect for biodiversity, increased safety for consumers.